A View On: Verellen

What do you get when you combine Belgian conception with American Perfection? You get a really comfortable place to sit! More than just another furniture label, Verellen designs and creates objects of desire for the home. Since moving to High Point from their home town of Antwerp, Belgium, Tom and Sabine Verellen have recruited a passionate and creative team of men and women to bring life to their unique ideas. We are grateful Tom took the time to share their vision with us here.  Touring their showroom and factory is a special treat and a great addition to the furniture/creative scene here in High Point.

Q. Tell us about Verellen in about 10 words.

A. Distinctive and bespoke, sexy and authentic, handmade, timeless sophistication.

Distinctive details. Elegant lines. Authentic materials. Forgivable fabrics. Tailor-made covers. Timeless sophistication. | Maria West Photography

Q. Why was it started and what was the vision?

A. I was tired of sourcing and importing, I wanted to create and bring jobs here.

Q. What services or products do you offer, manufacture or sell? 

A. Top quality and trendsetting upholstery, case goods and lighting.

Verellen concepts, designs and creates objects of desire for the home. It’s their passion. | Maria West Photography

Q. What is one thing people would be interested to learn about Verellen? 

A. We are a custom atelier with a stellar service and turnaround.

Q. What differentiates Verellen from other companies? 

A. Belgian conception, American perfection.

Verellen’s upholstered works of art are available at fine retail stores, design studios and independent interior designers throughout the United States and the world. Can’t find exactly what you’re looking for? They love to create Custom-made pieces. | Maria West Photography

Q. What are the highlights and challenges of owning/operating your business in High Point? 

A. Flexibility, creativity, space but making your co-workers understanding and doing everything “on brand.”

Q. Why did you choose to open Verellen in High Point? 

A. Lots of space, great talent pool, being located in the same town as where the largest industry event takes place so you can have your own customer come and see their exquisite products being made by our craftsmen just down the road from our showroom.

Verellen does upholstered furniture like no one else! We are so excited High Point is home to the Verellen world headquarters. | Maria West Photography

Q. How has High Point changed since you started your business? 

A. Step by step but several companies (domestic and international) have followed in our footsteps since we opened up in fall ’99. The road to Rome was built one cobblestone at a time and I see that happening in High Point as well; we’re starting to attract some talent.

Q. What has been your biggest challenge and how did you overcome it? 

A. The culture, by not challenging but embracing it. People here have big hearts and want to help you in any way they can as long as they feel you would do the same for them. Disarm (make at ease) a person and you probably have a new friend for life.

Verellen specializes in sofas, loveseats, chairs and sectionals, dining room banquettes and chairs, and upholstered beds and headboards. Their favorite outfits are in Belgian linen and leather with dressmaker attention to detail. | Maria West Photography

Q. Are you involved in the High Point community and if so, how? 

A. Not as much as we should be.

Q. If you had one piece of advice for someone just starting out in High Point, what would it be? 

A. Ask as many questions as you can and repeat them if necessary; you’re never too old to learn something new. We’re an open book and are happy to share our experiences and have done it numerous times (even to people in our own industry).

Belgian Conception – American Perfection. Luxury craft upholstery, lighting, and casegoods made to order in the USA. | Maria West Photography

Q. What are you excited about for High Point’s future?

A. There is so much potential! I’m hoping our cities visionaries can bring many cool amenities like small boutique hotels, more hip restaurants, bars and lounges, a trail (packed gravel) around the entire Oak Hollow lake for cycling, running, jogging or strolling with options to pull over for a bite, drink or coffee from a cool refurbished storage container. We need a destination so we don’t want to get out of town every weekend.

A View On is a series where High Point Discovered asks questions to High Point businesses to share their view. Past guests have included Pen + Pillar and Fit Hub.

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Feature Image | ZoZo Photography